Last week, I was invited by Wedding Style Magazine to cover the semi-annual 2013 Bridal Market on social media. Aside from runways and private appointments, there were cocktail parties with an abundance of champagne.

As part of any cool party, the hosts gave away swag bags. Everyone got a bag, except for me (and other media personnel). “Thanks for coming! Here’s a bag. Thanks for coming! Here’s a bag. Oh … (to me) you don’t need a bag.” What if I was an invited guest who so happened to carry a big camera?

This paradigm repeated itself during conversations. Upon discovering that I was a photographer, people didn’t want to waste their time conversing with me. Little did they know that I am the marketing advisor for a number of companies. Photography is just something that I do.

Why does Our Profession Define Who We Are?

What is commonly the first question asked when approached by a stranger? “What do you do?”

As much as I would like to say dinosaur trainer or carb eater, peers need this information in order to compare him or herself to me (or you). I make it a point to never ask that question unless it is relevant to the conversation.

This brings me to my point. In a boutique industry, you can call yourself the XYZ photographer. But what stops someone else from saying that he or she is the exact same thing – XYZ photographer? Nothing. And I’m not saying that specialization is not important. I’m saying that specialization alone is not important enough.

Don’t get into the argument that quality is the veritable definer of your work. Most of the time, I don’t get half the things in museums, let alone be able to distinguish the differential nuances of copycats.

Like all esoteric items, it’s hard for people to tell the difference between good and great coffee or good and great beer / wine, but they can tell the difference between good and bad. Therefore, do not expect people to tell the difference between good and great photography. They do not cull through thousands of photos a week as you do.

Their bottom line concern is “good enough.”

How to Brand Yourself

After Bridal Market was over, Yanni Tzoumas (Executive Editor of Wedding Style), Ray Santana (photographer), Brent Cline (photographer) and I went to Faces and Names Bar to unwind.

On the topic of self-branding, Brent said that he never asked people what they did as a profession because that rarely tells him anything about the person. Instead, he asks people, “What is it that you do for fun?”

Brent’s sage advice was the pivotal point of self-branding for boutique businesses.

Anyone can copy what you do. But no one can copy you.

It’s exhausting to be something that you’re not.

As an example, we found out that Ray is first and foremost a father of two beautiful twins. Awwwww … Then he is a Red Bull connoisseur, sushi lover, celebrator of good times and lastly a photographer. With just the first section, he already built commonality with all other parents and even more so with parents of twins.

Do not get this confused with branding for your company, even though the two can get blurred into one. In fact, both are equally critical and equally autonomous.

Conclusion

Photography is powerful. It is the gift of memory, something woven into our existences. And quality photography is important, but it’s extremely difficult to discern the differences when so many are so good. Plus, art is subjective.

However, just as quality of photography is important, so too is experience you have with your clients. This is where you and your personality can shine.

You should brand yourself as … you. Your interests, hobbies, likes, dislikes and so forth that make you … you. And lastly, it just so happens that you take very pretty pictures. :)

To be clear, your personal brand cannot stand on its own. If someone asked what you did, you cannot simply say that you’re a mom who so happens to shoot great pictures. Your company brand is still very important.

However, as brands become more and more congruent, specialization in character traits are essential in conjunction to your craft. All of your individualized information should go into your About Page.

Lawrence ChanHedonist. Traveler. Epicurean. Photographer. Author. And it so happens that I am a marketing strategist as well.

P.S. In the words of Brent Cline, “What do you do for fun?” Comment below.

This is a photo of Brent Cline at designer Johanna Johnson’s fashion show. We were testing my new 1D X’s 204,800 ISO. Pretty amazing job in noise control!

P.P.S. Do not be shy, ashamed, discouraged or etc. of who you are. A photographer once asked me, “What if I’m not peppy? No one would hire me.”

I told him that I’m not peppy. In fact, as an introvert, a highly energetic person drains my energy. The last person I would hire to photograph me is someone who is overly zestful.

I’m the type of person who could sit with others without having the itch to say something. I prefer tranquility, which is why you will never see me at loud parties. I’d rather read a book with a glass of wine.

So, if I had to choose between a quiet, but self-assured photographer, versus a bouncy and energetic photographer, I’d choose the former. And others would choose the latter.

P.P.P.S. If you are ever in NYC, go to 53rd and 6th. There is a street cart called The Halal Guys. The food is mind-blowing good.

For fun, aside from taking pictures of course, I like to cook recipes that I cannot pronounce, especially French ones. Julie gets to eat all of my experiments before I share the final versions with friends. She’s so cool.

Great thoughts Lawrence! Looks like you all had a great time out in NYC!

For fun: Exploring Chicago’s food scene – spending time w/nieces & nephews – talking about faith with church small group – watching shows that are off the air that everyone recommends….I’m in the middle of watching Breaking Bad and Friday Night Lights. =)

for fun.. going to Maroon 5 concerts.. lots of them, Disneyland with the family, and eating candy… LOL

I think Josh and I do a pretty good job of branding ourselves vs the photography… we get comments on it a lot. Now to reach more people and spread our wonderfullness…. j/k but I totally understand.. I have seen so many “boutique wedding photographers”

I love to create new things. My biggest passion (aside from the photo thing) is designing and creating clothes. Outrages, fun and funky clothes! I come up with these super-fun ideas and then create them for my daughter. Luckily, she likes most the things I create!

i love, love, LOVE your posts!!!! seriously, I get SO many industry emails, and ads and info but it usually is ALL the same….yours stand out and make me think, kinda have the “aha, moment” …..and they aren’t too wordy! I am a photog, but also mom to 5, director of a private preschool, ect…. I love kids and I know alot about the “mom” world…..A little over a year ago i started marketing JUST to moms, teaching moms, and man, my “brand” has taken off, because I can be ME whole heartedly! Over 700 moms have taken our class in the last 18 months…..genuineness translates loud and clear! now its about figuring out WHAT to do from here….. i need a marketing advisor!!!!!!! :)

I’m a traveling adventurer at heart and always say that I love to do things that could potentially kill me but probably won’t (think skydiving, white water rafting, cliff jumping, etc). Ultimately, though, my absolute idea of fun is having a dinner party with friends and ending the evening with board games, wine and lots of stories around a fire. That about sums me up in one sentence. And I think all of the above is pretty strongly reflected in my photography brand. As a result, 75% of my clients share the same interests atlas me :)

So very true …. you have to be true to yourself and your style. Like you, I’m naturally quiet and introverted. I hate networking events where people come up and tell you how wonderful they/their products are. I hate wedding fairs for the same reason – I’m not. a salesman & I probably miss out opportunities, but my clients hire me because of my work and my character. As the old saying goes …. horses for courses! :)

I am a newb photographer and currently figuring out my style and brand. This post is seriously helpful!
Let’s see – for fun I do…. lunch with friends (lots of lunches lol), read fantasy books, kiss my husband, research a topic to death (my feelings, a new toy, vacation places, my style/brand, whatever!), watch netflix.

Great post Lawrence. I’m going to a meet and greet tonight and I kind of needed this post today to remind me to be myself. I get worked up and can really work a room, but a big tranquility never hurts! :)

I love to dance, listen to loud music, eat good food, drink good wine, travel anywhere, shop for bargains, flip through fashion/home mags and read a good book (when I can). Not to mention taking pics of kiddos!

I have been hemming and hawwing lately about rewriting my bio (it’s too long) and just wasn’t sure what to say and this post has inspired me greatly. I now have a goal set for myself this weekend!

For fun: I read….a lot….a bit obsessed really with being taken away to far off places while sitting in my favorite reading spot. I travel often and was lucky enough to spend my childhood overseas in the Middle East. I heart my 2 pugs – one who is 11 and blind and the other who is 1 and keeps the older one young. I absolutely adore the beach (and am lucky to live 10 mins away) but can only enjoy it early/late in the day as I am a ghostly/see through pale with freckles and red hair. I am also far too addicted to super dramatic TV shows, super silly comedies, and super nom nom avocado on toast.

Thanks for this post. Made my day/week. You are a rock star.

P.S. I won your book in a giveaway recently (“Found: SEO For Photographers” via @Pictage) and devoured it. Keep up the good work.

I’ve fought that urge to be everything to everybody. I’ve explored shooting weddings, family portraits, kids, events, real estate, and none of it really excited me. I even tried landscapes and wildlife, and while I enjoy being in the outdoors and nature, I don’t particularly enjoy wading in a swamp with 6K of photo gear. I’d much prefer to shoot a model in a fancy hotel downtown. I’ll admit it, I’m a straight guy who likes fashion, I prefer Rolex to Timex, and charter flights to coach. If I had to shadow a photographer for a day it would Mike Colon versus Moose Peterson.
I think you are right on about sharing who you are and worrying less about who won’t hire than who will. Your personality is a filter that will repel all the clients you don’t want and attract all the ones you do. You end up happier AND you get the ideal client, it’s almost a perfect world. Lawrence, keep up the great work.

Thanks for the post Lawrence, I find there is so much out there on photography and marketing, but its normally trying to sell me something. I love reading your blog as its always honest and true, no stings attached. Thanks for sharing.

Love it. What do you do for fun? will be my new conversation starter. I love Paleo eating and CrossFitting, snuggling with my dog, and watching bad TV with my hubby. :)

I’m an introvert also, which was news to one of my photographer friends today. She couldn’t believe I’m not this hyper energetic, bubbly person. I kind of morph into what I need to be for each situation, which is why photographing weddings leaves me drained for a few days… which is why I am no longer photographing weddings and children. ;) I don’t fear social situations, but they leave me exhausted.

How do you manage in highly social situations as an introvert like what you just photographed? Do you plan a few days afterwards to “recover?”

I love,love this post. Thanks so much for sharing this. This is one thing I always say to my Photog Friends. I am myself and my Photography is itself, though they are intertwined. But I do have a life before Photography. So I still enjoy those aspects of my life. Like you, I love to read books. Dance Salsa once in awhile. I enjoy too much music and I love food. I meet potential clients and they are quick to make joke with me that I’m a foodie :)
Great Piece Lawrence. Btw I look out for you at WPPI. Not sure you were there this year?